Skip to main content

Research Repository

Advanced Search

A cultural approach to brand equity: The role of brand mianzi and brand popularity in China

Filieri, R.; Lin, Z.; D'Antone, S.; Chatzopoulou, E.

A cultural approach to brand equity: The role of brand mianzi and brand popularity in China Thumbnail


Authors

R. Filieri

S. D'Antone

E. Chatzopoulou



Abstract

International marketers face a challenge in applying Western-derived theory in emerging markets such as China where there has been rapid economic growth and sociocultural transition. This study develops “culturally contextualized” determinants of brand equity in China. A qualitative approach consisting of 30 interviews revealed two new factors linking to brand equity: brand popularity and brand mianzi. A quantitative questionnaire survey with a sample of 321 Chinese smartphone users was conducted to test the hypotheses. The quantitative study’s findings further revealed that brand popularity and country of origin image affect brand loyalty, brand awareness, perceived quality, and brand mianzi. Additionally, the effects of brand popularity and country of origin image on brand equity were mediated by the four determinants. Finally, brand mianzi was found to be the second most important determinant of brand equity after brand loyalty, highlighting the importance of cultural factors in branding activities in emerging markets.

Citation

Filieri, R., Lin, Z., D'Antone, S., & Chatzopoulou, E. (2019). A cultural approach to brand equity: The role of brand mianzi and brand popularity in China. Journal of Brand Management, 26(4), 376-394. https://doi.org/10.1057/s41262-018-0137-x

Journal Article Type Article
Acceptance Date Sep 12, 2018
Online Publication Date Oct 11, 2018
Publication Date Jul 31, 2019
Deposit Date Sep 17, 2018
Publicly Available Date Mar 28, 2024
Journal Journal of Brand Management
Print ISSN 1350-231X
Electronic ISSN 1479-1803
Publisher Palgrave Macmillan
Peer Reviewed Peer Reviewed
Volume 26
Issue 4
Pages 376-394
DOI https://doi.org/10.1057/s41262-018-0137-x
Keywords Brand equity, Chinese culture, Brand Mianzi, Brand popularity, Country of origin.
Public URL https://durham-repository.worktribe.com/output/1319344

Files

Accepted Journal Article (979 Kb)
PDF

Copyright Statement
This is a post-peer-review pre-copyedit version of an article published in Journal of Brand Management. The definitive publisher-authenticated version Filieri, R., Lin, Z., D'Antone, S. & Chatzopoulou, E. (2019). A cultural approach to brand equity: The role of brand mianzi and brand popularity in China. Journal of Brand Management 26(4): 376-394 is available online at: https://doi.org/10.1057/s41262-018-0137-x





You might also like



Downloadable Citations